NEW YORK: Coach, the accessories manufacturer best known for its line of handbags, has named Dan Klores Communications (DKC) it new AOR, replacing the Susan Magrino Agency (SMA).
Coach worked with SMA for about three years, but the relationship amicably terminated when the agency's contract came to a close in October, according to CEO Susan Magrino.
Matthew Traub, DKC's general manager and chief of staff, said the company did not issue a formal RFP, but approached the agency. Traub and SVP Rob Shuter lead the four-person team devoted to Coach.
"We have a strong foundation in fashion, luxury, lifestyle, and entertainment," Traub said. "Our strategic approach, creativity, and media relations [experience] fits perfectly with what Coach is trying to accomplish."
DKC, which had done consulting work for Coach in the past, began its stint as AOR in October.
The company will provide media relations and on-going support, as well as event promotion. Coach is about to embark upon some undisclosed marketing campaigns, which DKC will support.
The agency will work with Raina Penchansky, divisional VP for Coach global PR, who was in Japan at press time. In a statement, she cited DKC's media contacts and reputation as important to the win.